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Influence of Antecedents on Consumer Attitudes towards Functional Food: Empirical Study in Sri Lanka

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Influence of Antecedents on Consumer Attitudes towards Functional Food: Empirical Study in Sri Lanka


R. M. K. S. Rasanjalee | D. S. R. Samarasinghe



R. M. K. S. Rasanjalee | D. S. R. Samarasinghe "Influence of Antecedents on Consumer Attitudes towards Functional Food: Empirical Study in Sri Lanka" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5, August 2019, pp.2523-2529, URL: https://www.ijtsrd.com/papers/ijtsrd27994.pdf

Food is one of the basic needs to be satisfied for the survival of a human being. “Functional Food” is food and food components that may provide benefits beyond basic nutrition, and it includes a wide variety of foods and food components believed to improve health and well-being of people which help to reduce the risk of specific diseases. This paper investigates the influence of antecedents (Customer knowledge, Necessity, Safety, Confidence, Rewards) on consumer attitudes towards functional food within the Sri Lankan context. It is important for marketers to understand the attitudes in relation to functional food so they can properly implement in marketing strategies. In addition to the main objective of identifying influence of antecedents on consumer attitudes, the most influencing antecedent was also established. Convenient sampling method was used in collecting data from the respondents which consisted of 280 respondents from Colombo district within the age group of eighteen to sixty. Inferential statistics were used analyse and interpret the data by Correlation and Regression. Validity and reliability were tested for all the measures. The results indicate that customer knowledge, necessity and safety have a negative impact while confidence and rewards has a positive impact on the consumer attitude towards functional food. Rewards from functional food were derived to be a crucial factor for the consumer attitudes on functional food. These findings will provide food processing organizations and policy planners with valuable insights on consumer behaviour.

Antecedents, Consumer Attitudes, Functional food, Knowledge, Necessity, Safety, Confidence, Rewards


IJTSRD27994
Volume-3 | Issue-5, August 2019
2523-2529
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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